The handbook of communication engagement

580 Pages·2018·5.58 MB·English

by  Johnston

The Handbook of
Communication Engagement
Handbooks in Communication and Media
Thisseriesaimstoprovidetheoreticallyambitiousbutaccessiblevolumesdevotedtothemajor
fieldsandsubfieldswithincommunicationandmediastudies.Eachvolumesetsouttoground
and orientate the student through a broad range of specially commissioned chapters, while
alsoprovidingthemoreexperiencedscholarandteacherwithaconvenientandcomprehensive
overviewofthelatesttrendsandcriticaldirections.
TheHandbookofChildren,Media,andDevelopment,editedbySandraL.CalvertandBarbara
J.Wilson
TheHandbookofCrisisCommunication,editedbyW.TimothyCoombsandSherryJ.Holladay
TheHandbookofInternetStudies,editedbyMiaConsalvoandCharlesEss
The Handbook of Rhetoric and Public Address, editedbyShawnJ.Parry-GilesandJ.Michael
Hogan
The Handbook of Critical Intercultural Communication, edited by Thomas K. Nakayama and
RonaTamikoHalualani
The Handbook of Global Communication and Media Ethics, edited by Robert S. Fortner and
P.MarkFackler
TheHandbookofCommunicationandCorporateSocialResponsibility,editedbyØyvindIhlen,
JenniferBartlettandSteveMay
TheHandbookofGender,Sex,andMedia,editedbyKarenRoss
TheHandbookofGlobalHealthCommunication,editedbyRafaelObregonandSilvioWaisbord
TheHandbookofGlobalMediaResearch,editedbyIngridVolkmer
TheHandbookofGlobalOnlineJournalism,editedbyEugeniaSiaperaandAndreasVeglis
TheHandbookofCommunicationandCorporateReputation,editedbyCraigE.Carroll
The Handbook of Media and Mass Communication Theory, edited by Robert S. Fortner and
P.MarkFackler
TheHandbookofInternationalAdvertisingResearch,editedbyHongCheng
TheHandbookofPsychologyofCommunicationTechnology,editedbyS.ShyamSundar
The Handbook of International Crisis Communication Research, edited by Andreas Schwarz,
MatthewW.Seeger,andClaudiaAuer
The Handbook of
Communication Engagement
Edited by
Kim A. Johnston
Maureen Taylor
Thiseditionfirstpublished2018
©2018JohnWiley&Sons,Inc.
Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,in
anyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,exceptaspermittedby
law.Adviceonhowtoobtainpermissiontoreusematerialfromthistitleisavailableat
http://www.wiley.com/go/permissions.
TherightofKimA.JohnstonandMaureenTaylortobeidentifiedastheauthor(s)oftheeditorialmaterialin
thisworkhasbeenassertedinaccordancewithlaw.
RegisteredOffice(s)
JohnWiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030,USA
EditorialOffice
101StationLanding,Medford,MA02155,USA
Fordetailsofourglobaleditorialoffices,customerservices,andmoreinformationaboutWileyproductsvisitus
atwww.wiley.com.
Wileyalsopublishesitsbooksinavarietyofelectronicformatsandbyprint-on-demand.Somecontentthat
appearsinstandardprintversionsofthisbookmaynotbeavailableinotherformats.
LimitofLiability/DisclaimerofWarranty
Whilethepublisherandauthorshaveusedtheirbesteffortsinpreparingthiswork,theymakenorepresentations
orwarrantieswithrespecttotheaccuracyorcompletenessofthecontentsofthisworkandspecificallydisclaimall
warranties,includingwithoutlimitationanyimpliedwarrantiesofmerchantabilityorfitnessforaparticular
purpose.Nowarrantymaybecreatedorextendedbysalesrepresentatives,writtensalesmaterialsorpromotional
statementsforthiswork.Thefactthatanorganization,website,orproductisreferredtointhisworkasacitation
and/orpotentialsourceoffurtherinformationdoesnotmeanthatthepublisherandauthorsendorsethe
informationorservicestheorganization,website,orproductmayprovideorrecommendationsitmaymake.
Thisworkissoldwiththeunderstandingthatthepublisherisnotengagedinrenderingprofessionalservices.The
adviceandstrategiescontainedhereinmaynotbesuitableforyoursituation.Youshouldconsultwithaspecialist
whereappropriate.Further,readersshouldbeawarethatwebsiteslistedinthisworkmayhavechangedor
disappearedbetweenwhenthisworkwaswrittenandwhenitisread.Neitherthepublishernorauthorsshallbe
liableforanylossofprofitoranyothercommercialdamages,includingbutnotlimitedtospecial,incidental,
consequential,orotherdamages.
LibraryofCongressCataloging-in-PublicationData
Names:Johnston,KimAmanda,1965–editor.|Taylor,Maureen,1965–editor.
Title:Thehandbookofcommunicationengagement/KimA.Johnston,MaureenTaylor.
Description:1stEdition.|Hoboken:Wiley-Blackwell,2018.|Series:Handbooksincommunicationandmedia|
Includesbibliographicalreferencesandindex.|
Identifiers:LCCN2017057992(print)|LCCN2018007546(ebook)|ISBN9781119167518(pdf)|
ISBN9781119167525(epub)|ISBN9781119167495(hardback)
Subjects:LCSH:Businesscommunication.|Publicrelations.|BISAC:BUSINESS&ECONOMICS/Public
Relations.
Classification:LCCHF5718(ebook)|LCCHF5718.J6742018(print)|DDC658.4/5–dc23
LCrecordavailableathttps://lccn.loc.gov/2017057992
CoverImage:©MaureenTaylorviawordle.net
CoverDesign:Wiley
Setin9.5/11.5ptGalliardStdbyAptaraInc.,NewDelhi,India
PrintedandboundinSingaporebyC.O.S.PrintersPteLtd
10 9 8 7 6 5 4 3 2 1
Thisbookisdedicatedtomyfamily–David,Taylah,andTom–whosurroundmewithloveand
inspiration.Ialsoacknowledgemycolleague,DrAnneLane,whoprovidesunwaveringsupport
andencouragementforallofmycrazyideas.
—KimJohnston
Thisbookisdedicatedtomyadvisor,CarlBotanandmyadviseeswhoteachmesomethingnew
every day. I also thank my partner, Michael Kent, for his support. To quote Kenneth Burke’s
dedicationtoAGrammarofMotives:“Withoutwhom,not.”
—MaureenTaylor
Contents
NotesonContributors xi
1. EngagementasCommunication:Pathways,Possibilities,andFutureDirections 1
KimA.JohnstonandMaureenTaylor
PartI TheoreticalFoundationsandGuidingPhilosophiesofEngagement 17
2. TowardaTheoryofSocialEngagement 19
KimA.Johnston
3. HowFullyFunctioningIsCommunicationEngagementIfSocietyDoesNot
Benefit? 33
RobertL.Heath
4. PhilosophyandEthicsofEngagement 49
PetraTheunissen
5. DialogicEngagement 61
AnneLaneandMichaelL.Kent
6. ModelingAntecedentsofUserEngagement 73
HeatherL.O’BrienandJocelynMcKay
PartII EngagedOrganizations 89
7. TowardaCulturalEcologyofEngagement 91
JamesEverett
8. ReconceptualizingPublicRelationsinanEngagedSociety 103
MaureenTaylor
9. TheMissingHalfofCommunicationandEngagement:Listening 115
JimMacnamara
10. CorporateSocialResponsibilityandEngagement:Commitment,Mapping
ofResponsibilities,andClosingtheLoop 133
BreeHurstandØyvindIhlen
viii Contents
11. EngagingShareholderActivists:Antecedents,Processes,andOutcomes 149
NurUysal
12. EpisodicandRelationalCommunityEngagement:ImplicationsforSocialImpact
andSocialLicense 169
KimA.Johnston,AnneB.Lane,BreeHurst,andAmandaBeatson
13. EngagementinConflict:ResearchandPractice 187
TylerR.HarrisonandJessicaWendorfMuhamad
14. CoworkershipandEngagedCommunicators:ACriticalReflectiononEmployee
Engagement 205
MatsHeideandCharlotteSimonsson
15. ConceptualizingStrategicEngagement:AStakeholderPerspective 221
AimeiYang
PartIII EngagedNetworksandCommunities 231
16. EngagingPartnerships:ANetwork-BasedTypologyofInterorganizational
RelationshipsandtheirCommunities 233
MaryaL.Doerfel
17. MediaEngagementinNetworkedEnvironments:AnEcologicalPerspective 253
MohammadYousuf
18. ActivistStakeholdersChallengingOrganizations:Enkindling
Stakeholder-InitiatedEngagement 269
W.TimothyCoombsandSherryJ.Holladay
19. TheOutcomesofEngagementinActivismNetworks:ACo-creationalApproach 285
AdamJ.Saffer
20. DesigningforViableFutures:CommunityEngagementasSocialInnovation 301
MarianellaChamorro-KocandGlendaAmayoCaldwell
PartIV TowardsanEngagedWorld 311
21. GlobalEngagement:CultureandCommunicationInsightsFromPublic
Diplomacy 313
R.S.Zaharna
22. PublicDiplomacyasCo-constructedDiscoursesofEngagement 331
AlinaDolea
23. CorporateDiplomacyasanEngagementStrategyoftheNonmarketBusiness
Environment 347
SarabKochhar
24. HabitsoftheHeartandMind:EngagementinCivilSocietyandInternational
Development 357
AmandaK.KennedyandErichJ.Sommerfeldt
25. PoliticalEngagement,Communication,andDemocracy:LessonsfromBrexit 371
IanSomerville
Contents ix
26. DeliberativeEngagementandWickedProblems:FromGoodIntentions
toPracticalAction 383
PaulWillis,RalphTench,andDavidDevins
27. “ChangingWorlds”ThroughIntentionalDialogicEngagements 397
KerrieMackey-SmithandGrantBanfield
PartV DigitalInfluencesonEngagement 409
28. FromAdvertisingtoEngagement 411
EdwardC.MalthouseandBobbyJ.Calder
29. EmotionalEngagementinaNewMarketingCommunicationEnvironment 421
SylviaChan-OlmstedandLisa-CharlotteWolter
30. VirtualEngagement:ATheoreticalFrameworkofAffordances,Networks,
andCommunication 439
LisaV.Chewning
31. ConsumerEngagementintheDigitalEra:ItsNature,Drivers,andOutcomes 453
WolfgangWeitzlandSabineEinwiller
32. ConsumerEngagementinSocialMediainChina 475
Yi-RuReginaChen
33. TheRoleofSocialCapitalinShapingConsumerEngagementwithinOnline
BrandCommunities 491
JanaLay-HwaBowden,JodieConduit,LindaD.Hollebeek,VilmaLuoma-aho,
andBirgitAndrineApenesSolem
34. Engagement,Interactivity,andDiffusionofInnovations:TheCaseofSocial
Businesses 505
RuthAvidar
35. NewMediaChallengestotheTheoryandPracticeofCommunication
Engagement 515
GregHearn,CarolineWilson-Barnao,andNatalieCollie
PartVI FutureChallengesforEngagementasTheoryandPractice 529
36. NegativeEngagement 531
MatiasLievonen,VilmaLuoma-aho,andJanaBowden
37. CriticalPerspectivesofEngagement 549
MagdaPieczka
Index 569
Notes on Contributors
Ruth Avidar (PhD) is the head of the marketing communications track in the Departmentof
CommunicationattheMaxSternYezreelValleyCollege,Israel.AvidarearnedherPhDatthe
UniversityofHaifaandMasterofArtsdegreeincommunicationandjournalismatTheHebrew
University of Jerusalem. Avidar is a former public relations practitioner, and her research has
focusedononlinepublicrelations,socialmedia,computer-mediatedcommunication,dialogue,
andnewtechnologies.AvidaristhechairofPRcommitteeintheIsraelCommunicationAsso-
ciation(ISCA)andamemberoftheCenterforInternetResearch,UniversityofHaifa.
Grant Banfield (PhD, University of South Australia) teaches and researches at the Flinders
University in Adelaide, South Australia. He is a sociologist who researches and writes in the
area of education and social change. His recent book Critical Realism for Marxist Sociology of
Education (Routledge, 2016) brings together his interests in social theory, the philosophy of
science,andeducationalactivism.GrantisamemberoftheeditorialadvisoryboardoftheJournal
ofCriticalEducationPolicyStudies.
AmandaBeatson(PhD)isaseniorlecturerinmarketingatQUTBusinessSchool.Herresearch
focuses on optimizing customer value; particularly how to create and maintain positive service
experiencesandorganizationalimage.Amandaachievesthisbyinvestigatinghowtoengageand
motivateemployeesandotherstakeholders,andhowtoimproveservicedeliveryoptions,with
the overall goal of delivering excellent service. Various government bodies and private organi-
zations within Australia and the United Kingdom have funded her research. She publishes in
journalsincludingJournalofBusinessResearch,JournalofBusinessEthics,JournalofMarketing
Management,andTheServiceIndustriesJournal.
Jana Lay-Hwa Bowden (PhD) is a senior lecturer in marketing at Macquarie University in
Sydney, Australia. Her research expertise focuses on the drivers, nature, and outcomes of con-
sumer engagement and its positive and negative manifestations within different engagement
platformsincludingsocialmediaandtraditionalmedia.Shehasaparticularinterestintheoper-
ation of engagement within online brand communities, and the role of brands and consumers
in collectively shaping engagement outcomes. Her research has appeared in academic publica-
tionssuchastheJournalofServiceTheoryandPractice,JournalofMarketingTheory&Practice,
JournalofMarketingManagement,andMarketingIntelligenceandPlanning.
Bobby J. Calder is the Kellstadt Professor of Marketing and professor of psychology at the
Kellogg School of Management, Northwestern University. He is also a professor of journal-
ism in the Medill School of Journalism. Presently, he serves as chair of the ISO International